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You’re visiting your new, favourite website. Since coming across each other a few days ago, you and this site have become close. The design is cool. The images are striking. The content is great too - not too waffly - and there’s something about the style that strikes just the right engaging tone.

This site has quickly become your new ‘best friend’. So, it’s time to consummate this friendship, to properly engage with your new pal and sign up for the newsletter ...

“After nourishment, shelter and companionship, stories are the thing we need most in the world.” Philip Pullman

“Look - I’m a technician. I haven’t a clue about words. It’s your job to come up with all the flowery language.”

So spoke Bob - my lovely new client.

Once I’d stopped chuckling, I had to let Bob down gently and remind him, that of the many superb services offered by Copywriter Pro, being the purveyor of ‘flowery language’ definitely isn’t one of them.

Who’s it to?

This time of year, every other Saturday afternoon, I cut a sad and
lonely figure. You’ll see me spending the best part of two hours sitting
in the cold and wet.
The purpose?
To indulge a childhood habit of proffering my support to the somewhat less-than-mighty Northampton Town (aka The Cobblers) football team,
as they labour to avoid yet another morale-sapping defeat.

I do. I reckon we all do - well, at least those of us who care about using language to communicate clearly and effectively.

Clichés are boring. In fact, they're so boring, that when I come across more than two or three in one piece of text, my knees ache. But what upsets me about them more than anything else is that cliches are a symptom of another pet hate - laziness.

Admit it. When you write, more than anything, you want to keep your reader engaged.

Think back to the last time you wrote a 1,000 page research paper. Er ... OK then - a note for the Amazon delivery lady.
Whatever the length, circumstance or purpose of the exercise, your aim was surely the same - to keep the reader with you - to the very end.

... but not always in the way you might expect

SMALL IS, MOST DECIDEDLY, BEAUTIFUL

And Winnie the Pooh was an expert, for it was he who famously declared -
"It is more fun to talk with someone who doesn't use long, difficult words but rather short, easy words like -
'What about lunch?'"